Mitsubishi is to Channel 4’s programming strand, Documentaries on 4.
The multimillion pound partnership, brokered by Manning Gottlieb OMD, began yesterday with the car brand’s idents, created by Golley Slater, running around the new series, Mr Drew’s School for Boys.
The idents, which state ‘Mitsubishi – changing perceptions with Documentaties on 4’ are part of the first sponsorship deal from the brand in three years.
Rupinder Downie, partnership controller, sponsorship, Channel 4, said: “Channel 4 has an enviable strength in broadcasting award winning, ground-breaking and educational documentaries that continue to inspire and provoke debate. We are proud to announce Mitsubishi Motors in the UK as the sponsor of our acclaimed Documentaries on 4 strand.”
Kate Woodward, general manager of communications at Mitsubishi Motors UK, added: “This sponsorship is a key part of Mitsubishi Motors in the UK’s continued growth, building on the success of 2013 and launching a sustained period of Broadcast activity for the first time since 2009.”
This year will see a the broadcaster run documentaries such as Freshers, and 24 Hours in Custody, which will focus on police detention and Marines.